Gestion des relations avec les influenceurs : Bien travailler avec les créateurs !

Social media influencers play a huge role in brand promotion online. Their aesthetic photos and funny Reels don’t just entertain—they help brands sell, too. That’s why it’s important to treat these creators like VIPs with top-notch influencer relationship management.

Managing influencers sounds like a daunting, intimidating task. There’s so much you need to do, from negotiating deals to keeping influencer content in check. But it’s a must for your brand if you want long-term partnerships with these powerful online personalities.

Vous ne savez pas exactement comment fonctionne la gestion des influenceurs ? Nous sommes là pour vous aider. Poursuivez votre lecture pour découvrir ce que signifie réellement entretenir des relations avec les influenceurs et pourquoi c'est important pour les marques.

Qu'est-ce que la gestion des relations avec les influenceurs ?

Influencer management refers to the strategy of nurturing relationships with influencers to maintain long-term partnerships between them and your brand. It’s about building an awesome bond with the creators you tap to promote your brand in your influencer marketing campaigns. That way, they’ll stay loyal to your brand and will be open to collaborating again in the future.

The key to successful influencer management is to treat your brand ambassadors as partners, not hires or employees. It’s about forming a close, authentic, mutually beneficial relationship—they scratch your back, and you scratch theirs. You can do that with open communication, collaborative work in influencer programs and campaigns, and a genuine friendship with them.

But what does a brand really get when they invest time and effort into influencer management? According to Sprout Social data, 49% of consumers make purchases inspired by influencer posts monthly, weekly, and even daily.

Voici quelques-uns des avantages que vous pouvez tirer de l'établissement de liens solides avec vos partenaires influenceurs :

• La fidélité à long terme des créateurs à la marque bien après la fin de leurs campagnes d'influence rémunérées.
• Des scores de confiance plus élevés de la part des consommateurs. La promotion régulière d'une marque par un influenceur semble plus authentique et digne de confiance qu'un post sponsorisé ponctuel.
• More engaging and informative influencer content, thanks to the creators’ deeper understanding of and relationship with your brand.
• Un flux de travail plus fluide avec peu ou pas de conflits lorsque vous montez des actions de marketing d'influence.

Qu'est-ce qu'un gestionnaire d'influence ?

Il n'existe pas de définition unique de ce qu'est un gestionnaire d'influence. Mais ces professionnels du marketing sont essentiellement chargés d'assurer la médiation entre les marques et les influenceurs afin de garantir une communication fluide pendant les projets.

Ces agents d'influence travaillent généralement pour la marque ou pour l'influenceur. Leur rôle et leurs principaux objectifs diffèrent considérablement selon la partie qu'ils représentent. Mais les managers s'efforcent toujours d'assurer une relation et un processus de travail harmonieux entre les deux parties.

First, let’s talk about influencer managers who work for the brand. These managers will typically first be briefed on the brand’s project. Then, they’ll use their knowledge of influencer marketing trends to assist in finding the best brand ambassadors for the job.

Ces responsables ont généralement à cœur de défendre les intérêts de la marque. Ils négocieront des tarifs plus bas pour les influenceurs afin de respecter le budget et veilleront à ce que chaque action s'aligne sur les objectifs de la campagne de la marque. Leur principal objectif est de mettre en œuvre une stratégie de marketing d'influence suffisamment efficace pour accroître la notoriété de la marque et stimuler les ventes.

Next, we have the agents who work for influencers. These managers keep the creator’s interests at heart. That means they help striving creators land paid partnerships and negotiate deals to maximize those influencers’ earnings from projects. Basically, they make sure the influencers don’t get the shorter end of the stick when dealing with big companies.

Comment gérer les influenceurs : 7 tâches courantes qu'un manager doit accomplir quotidiennement

Managing influencers requires strategic planning, consistent communication, and strong relationship-building skills. Wondering how to manage influencers successfully to drive authentic long-term partnerships between them and your business? Here are seven things any competent influencer relations manager does every day to maintain and nurture those relationships.

1. Identifier et contacter les meilleurs influenceurs pour un projet

The first task an influencer relationship manager must perform for a project is influencer discovery and outreach. The goal is simple—find influencers that are the best fit for a campaign’s objectives. Managers must look for creators that have a follower count, engagement rate, and aesthetic that matches what the project needs.

From there, managers will conduct influencer outreach. This typically entails messaging or emailing the creator to ask if they’d like to collaborate for a brand campaign. They explain why the influencer is a good fit for the project and how the partnership may be mutually beneficial.

If the influencer expresses interest in the project, it’s also the manager’s responsibility to negotiate the terms of the partnership. This includes details like deliverables, expectations, scope of work, compensation, and timelines. When everything’s good, the manager draws up a contract for both the brand representatives and the influencers to sign.

2. Informer les créateurs des détails de la campagne

Next, managers have to brief the influencers on the actual influencer campaign. They’ll lay down the brand’s goals, products to promote, required messaging, and timelines for the project’s roll-out. Onboarding influencers and ensuring they know the campaign’s pertinent details allows them to carry out their roles more smoothly.

This is also where the influencers and brand representatives should agree on the type of output expected of the creators. How many posts should they publish promoting the brand? What aesthetic and vibe does the content need to convey? All of these minute details must be agreed upon and put in writing for a smooth, hassle-free project workflow.

3. Communiquer avec les influenceurs tout au long de la campagne

At this point, managers can relax and leave the influencers to do their thing—aka brainstorm and produce creative content. But that doesn’t mean they can go MIA. Managers need to be able to communicate consistently with the influencers throughout the campaign.

Managers are expected to contact influencers to ask for updates on content production. They must also be ready to answer any questions the influencers might have about their tasks. Essentially, managers are the main point of contact for anything the brand ambassadors need throughout the campaign.

Once the influencers submit the promotional content they produce for the brand, managers are in charge of providing feedback. If the brand representatives have any revisions for the creator, the manager relays it to the creator and negotiates deadlines. They ensure that both the influencer and brand are aligned in the final content that is approved for the project.

4. Encourager l'authenticité et la créativité dans le contenu des influenceurs

Some people might assume that an influencer relationship manager always looks out for the brand’s best interests only. But that’s not the case at all. Good managers should also look out for the influencers, especially when it comes to their creative freedom.

Plenty of marketers try to micromanage how influencers produce content for their brands. In this case, the influencer liaison’s job is to manage the brand team and defend the creators. They are hired for their unique content product skills, after all.

The key here is to ensure that you guide the influencers when they make branded content, not control them. Align on the key messaging, important design elements, and general do’s and don’ts for the campaign. But allow them to have fun with their content and put their own unique spin on things.

Remember—their content creation style is what draws the brand’s target audience to them in the first place. The authentic content they put out is what their fans will best respond to. These influencers know best about what to put on their page, and it’s important for brands to understand that. And that’s exactly what an influencer relationship manager should fight for.

5. Assurer la liaison entre l'influenceur et la marque pour tout problème éventuel

It’s normal for influencers and brand teams to disagree on certain things during a campaign, from deadlines to compensation. When tension arises during an ongoing project, the influencer manager should step in and liaise between the two parties. They become a mediator who should try to find common ground between what the influencer and brand want.

This is where the manager’s strong relationships with both the creators and brand teams come into play. They should talk to each party calmly and get them to understand the other side’s stance on things. Only then can both sides find a compromise on their issues and work through them. The sooner these issues get resolved, the faster the project can get back on track.

6. Suivre les performances des posts des influenceurs après le projet

After the campaign wraps up, the manager is in charge of tracking the performance of the influencer content. They’ll use analytics tools to assess reach, engagement, and conversion metrics to see whether they delivered as brand ambassadors. If they have a close relationship with the influencers, they can ask them directly for analytics reports on their posts.

Based on these metrics, managers provide recommendations to the brand as to whether they should continue working with these influencers. They might also suggest to the creators how to better optimize their branded content in future campaigns.

7. Garder le contact avec les influenceurs pour favoriser les relations à long terme

Just because the campaign is finished, it doesn’t mean an influencer relationship manager’s job is done. Remember, influencer management is all about fostering those long-term relationships with high-performing influencers. So, keeping in touch with them is a must.

When a campaign ends, managers should express their appreciation for the influencers’ contributions to the project. This can be anything from a quick thank you text to treating them out to lunch after the project wrap-up.

They should also regularly check in with these influencers and maintain authentic friendships with them. That way, reaching out to them for future projects can be a breeze, and negotiations will be even easier!

Conseil de pro : utiliser un logiciel de gestion des relations avec les influenceurs pour gérer les créateurs

Yup, you heard that right. Nowadays, you don’t have to toil and manually manage influencers you work with. Instead, you can simply use influencer relationship software to automate and streamline how you manage your collaborations.

There are plenty of high-quality influencer marketing platforms in the industry today. These platforms make many tasks related to mounting influencer projects incredibly easy, from outreach to negotiation to content approvals. Many of them also incorporate AI into their systems, allowing you to make data-driven decisions about your campaigns and partnerships.

Voici quelques-uns des nombreux avantages qu'il y a à faire appel à une plateforme de gestion des influenceurs :

•  Il est plus facile de gérer et de superviser plusieurs influenceurs dans le cadre de différents projets et plateformes de médias sociaux.
• Vous pouvez utiliser la base de données d'influenceurs de la plateforme pour rationaliser vos processus de découverte et de sensibilisation.
• You can monitor every influencer’s deliverables and deadlines at a glance on a single dashboard, allowing for smoother campaign management.
• Les plateformes peuvent faciliter les négociations et la signature de contrats entre les marques et les influenceurs.
•  It automates payments to the influencers, preventing compensation delays.
• Il vous aide à organiser votre historique de travail avec les influenceurs partenaires, que vous pouvez consulter à tout moment.

Dans l'ensemble, ces plateformes servent de guichet unique pour les marques qui souhaitent rationaliser leurs stratégies de gestion des influenceurs.

Quelle est la meilleure plateforme de gestion des relations avec les influenceurs aujourd'hui ?

Because influencer marketing is such a powerful tool in the digital world, there are plenty of influencer platforms available today. But what are the best influencer relationship management platforms out there? Here are two that we highly recommend.

Later Influence pour faciliter la gestion des influenceurs

Une plateforme qui devrait être sur le radar de toutes les marques et de tous les agents d'influence est Later Influence. Cette plateforme d'influence est conçue spécifiquement pour les marques qui gèrent directement les créateurs et les ambassadeurs de marque.

On Later Influence, you can manage thousands of influencers and see tasks each of them must accomplish in one screen. That makes it super easy to track, approve, and optimize the content your influencers produce and submit. The platform even automates your workflow per partnership according to your niche, social media platform, and target audience.

La plateforme dispose également d'une fonction de détection des faux influenceurs qui signale les créateurs suspects. Cela réduit les risques de fraude et d'escroquerie pendant les phases de découverte des influenceurs et d'approche de votre projet.

Meltwater for AI-Powered, Data-Driven Features

Later Influence is awesome for those prioritizing streamlining their influencer management workflow. However, some brands are more interested in reaping the benefits of AI and analytics in their influencer platforms.

According to Statista, 63% of brands plan to use AI and machine learning in their influencer marketing efforts. Does that sound like you? If so, you might be more interested in a platform like Meltwater.

Meltwater is an influencer platform that harnesses the power of AI to make influencer management easier for brands. Its extensive influencer database recommends the best collaborators for a brand, depending on its niche and parameters. This makes identifying the most suitable influencers for your campaigns much easier and more accurate.

Il existe également un outil d'écoute sociale qui vous permet d'évaluer les sentiments de votre public cible sur les détails de votre campagne d'influence. Voyez ce qu'ils pensent des créateurs que vous convoitez pour le projet et des sujets qu'ils aiment ou qu'ils détestent. C'est un outil formidable à utiliser pour affiner votre campagne et vos partenariats avec les influenceurs avant de lancer le projet.

Questions fréquemment posées

Influencers Are Great, But You Have To Grow Your Brand’s Page, Too!

Fostering connections with influencers who hype up your brand is a game-changer in the world of social media marketing. However, you can’t rely solely on them for your brand’s success online. You also need your brand to grow independently and sustainably flourish. Path Social can be a big help with that.

Our team uses an AI-powered algorithm to find your target audience on Instagram and organically promote your page to them. We target only real users, never bots. This gives you new followers who are genuinely interested in your content, leading to authentic growth and engagement. Creators like Terrell Conyers have gained almost 30,000 fans with our help, and you can experience the same, too!

Vous voulez vraiment vous développer à long terme sur Insta ? Ne mettez pas tous vos œufs dans le panier de la gestion des relations avec les influenceurs. Développez votre page Instagram avec nos stratégies de promotion organique et obtenez plus de followers pour votre marque avec Path Social dès aujourd'hui !